Meta’s announced some new ad rules for marketers looking to reach audiences in Singapore, in order to align with the nation’s Online Criminal Harms Act (OCHA).
Singapore’s OCHA rules aim to ensure that online platforms, particularly eCommerce providers, implement safeguards to prevent the “propagation of malicious activities.” Within this, platforms must also take measures to proactively detect and address suspected scams.
In line with this, Meta’s now implementing new requirements for ad partners targeting Singaporean consumers.
First off, all advertisers looking to reach this audience will need to verify details about who benefits from and who pays for the ad. Meta says that advertisers with an existing verified business portfolio may be eligible to skip this step, but you will need to provide additional info in some form.
All ads targeting Singapore will now also be required to include the name of the individual or organization paying for and/or benefiting from the ad.
As per Meta:
“This information will be visible on the ad’s infosheet and in the Ad Library. You can specify the beneficiary and payer when setting up your ads.”
The disclosure requirements are similar to what Meta requires for political ads, ensuring a higher level of transparency for the region.
Meta says that it’s rolling out this updated process from April, with all advertisers expected to have access to early-May.
“We encourage you to complete the beneficiary and payer verification and start designating this verified information for your ads as soon as you are notified that you are eligible to start the verification process in Ads Manager.”
It’s a relatively minor addition for ad partners, but it does mean that it will take more time to set up ads targeting this region.
But overall, it could be of benefit, with ad viewers now able to access more information about each provider.
You can read more about Meta’s OCHA update for Singapore here.
